Hero Honda

Segmentation
Targeting
And positioning
 Members
• Nilay shah
• Niranjan Sharma
• Nilesh
 Introduction
• Hero Honda is currently the worlds largest
motorcycle manufacturer .
• Ranging from the CD Deluxe to karizma-ZMR
 History
• Founded by munjal brothers starting in the
1950s.
• first bike in 1980. Launched
• Slogan”fill it, shut it and forget it”.
• Capacity of churning out 3.9 million bikes per
year.
• 108th Most Respected companies - 2006
Forbes .
 Continue…..
• Competitors at the time of launch: Royal
Enfield, Ideal Jawa, Rajdhoot and Escorts.
• In the mid-1980s, the Indian government
permitted foreign companies to enter the
Indian market through minority joint ventures
 products
• Hero Honda CD-dawn
• Hero Honda CD-Deluxe
• Hero Honda Splendor Plus
• Hero Honda Splendor NXG
• Hero Honda Passion Plus
• Hero Honda Super Splendor
• Hero Honda Glamour
• Hero Honda Achiever
• Hero Honda CBZ Xtreme
• Hero Honda Hunk
• Hero Honda Karizma
• Hero Honda Pleasure
products
 Segmentation
Company mainly segmented on basis of Engines
• 100cc
• 125cc
• 150cc
• 225cc
• Define?
• Starting focus on economy class, thn performance
bike, launch and overall managing executive n
economy class…………..s
 Products under 100 cc
• Splendor nxg 100cc
• CD-Dawn 100cc
• Super Splender 100cc
• Pleasure 102cc
• Hero Honda CD-Deluxe (97.20 cc)
• Hero Honda Passion
 125 cc
• Glamour 125cc
• Passion plus 110cc
• Hero Honda Glamour FI (125 cc.)
 150cc
• Hero Honda achiever 150cc
• CBZ Extreme 150cc
 225cc
• Karizma-r 225cc.
• Karizma-ZMR 225cc.
 Current status
• Currently facing the exit of Japanese partner
Honda
• Market share declined to 68.9 per cent in the
April-August period, from 81.8
• Hero Honda sold 17,87,869 units in the total
market of 25,95,516 units in current year
• Had sold 16,78,570 units in the total market of
20,51,656 units in last year.
TARGETING
 About Targeting
• Targeting is the process of selecting targets and
matching appropriate response to them on the basis
of operational requirements , capabilities and
limitations

• Targeting is not a stand alone operation conducted

outside. Its an integral part of decision making with
products being developed during each phase of
planning process. The targeting products will define
the targets, guidance and observation requirement.
 TARGET MARKET OF CD DELUXE

• Age: 22-50
• Gender: Males
• Income: 5000 to 7000 Rs
• Occupation: Basically farmers
• Region: Rural
• Social Class: Lower class
 TARGET MARKET OF SPLENDOR

• Age: 20-40
• Gender: Males
• Income: 12000 and more
• Density: Urban and semi-urban
• Customer Class: Middle class
• Loyalty Status: Inclination towards
 TARGET MARKET OF KARIZMA

• Age: 20-30
• Gender: Males
• Density: Urban
• Customer Class: Business class
• Benefits: Comfort, power, quality,
and best machine.
 Positioning
• Successful two wheelers those made
positioning

Hero honda HUNK

“Because muscles matter”
• Hero honda karizma
positioned itself by continuesly
sponsering roadies
• Hero honda pleasure
why should boys have all the fun?